What is the strategic advantage of using custom audiences beyond simply targeting known customers?

Beyond simply targeting known customers, the strategic advantage of using custom audiences lies in the ability to create highly specific and segmented groups of users based on their behavior, engagement, and relationship with your brand. This allows for hyper-personalized messaging and targeting strategies that drive significantly higher conversion rates compared to broader targeting options. For example, you can create a custom audience of users who have visited a specific product page on your website but haven't made a purchase. This allows you to retarget them with ads featuring that exact product, offering a discount or promotion to incentivize them to complete the purchase. You can also create a custom audience of users who have watched a certain percentage of a video ad, indicating a high level of interest in your brand or product. This allows you to follow up with a more direct sales message. The ability to segment users based on their specific actions and interests allows for a much more relevant and effective advertising experience, leading to improved campaign performance and ROI.